Chapter1: | hanif lakdaw
Chapter1:
Account management
a. Account planning process
b. Role of Account Planner and Account Executive
c. Attributes of a good Account Planner
What is Account Planning?
The Account Planning Process - is the process of using research efforts to gain more
information about the brand in its marketplace and the consumer’s perspective, and to
use that research to contribute directly to advertising development. It’s the Process of
collecting all relevant background information needed to make a decision.
Account Planning heavily focused on consumer insight in advertising strategy
development. Understanding consumer through qualitative research and consumer
relationship development. It is the development of well-rounded, insightful creative
strategies that lead to Effective & Relevant advertising
The account planner monitors the market trends and the attitude of the consumer towards
the client's brand and its competitors, in order to develop effective strategies for the
creative team.
The account planner consumer's representative. In a nutshell the planner ensures that an
understanding of consumer attitudes and reactions is brought to bear at every stage of
advertising development. This means that the planner is a fully integrated member of the
account team working on a continuously involved basis; bringing a consumer perspective
to strategy development, creative development, pre-testing of ads and tracking of the
brand's progress.
Almost every communications agency (and their clients) benefits from a disciplined
system for devising communications/advertising/commercial strategy and enhancing its
ability to produce outstanding creative solutions that will be effective in the marketplace.
It is the planner’s job to guide or facilitate this process via the astute application of
knowledge or consumer/market understanding.
Because planners are in a unique position in their jobs because they have an
understanding of the audience through research expertise and an understanding of how it
will be applied within their own business thus they provide a crucial bridge.
At the core of this task, is the need to understand the consumer/customer interchangeable)
and the brand to unearth a key insight for the communication/solution (Relevance).
As media channels have mushroomed and communication channels have multiplied, it
Page 1 of 129
, Chapter1: | hanif lakdaw
has become increasingly important for communication to cut through the cynicism and
Page 2 of 129
, Chapter1: | hanif lakdaw
connect with its audience (Distinctiveness). The planner can provide the edge needed to
ensure the solution reaches out through the clutter to its intended audience.
Moreover, to continue the learning cycle, planners must also recognise the need to
demonstrate how and why the communication has performed (Effectiveness).
Finally, to bring upstream thinking to the brand’s development. Brands must
move forward, or they die!
Why do ad agencies have planners?
1. First, the people who market products and create ads are not necessarily
representative of the people at whom those products and ads are aimed.
Moreover, the consumer doesn't always take out what the advertiser is trying to
put across. Planners are there to keep in touch with consumers.
2. Then, every agency needs a disciplined system for devising advertising strategy
and producing creative work that will be effective in the market place. The
planner uses market and research data to guide this process.
3. Finally, from a creative point of view, there is a suspicion that research, which
plays back the consumer’s innate conservatism, will stifle anything
unconventional. The planner's role in this situation is to bring skilful and
sensitive interpretation of research and to spot openings for development.
Definition of account planning by Bill Bern Bach: “at the heart of a creative
philosophy is the belief that nothing is so powerful as an insight into human nature,
➢ what compulsions drive a man,
➢ what instincts dominate his action,
➢ Even though his language so often camouflages what really motivates him.
➢ For if you know these things about (a) man you can touch him at the core of his
being.”
a. Account planning Process
1. Discovering & Defining the Advertising Task
2. Preparing the Creative Brief
3. Creative Development
4. Presenting the Advertising to the Client
5. Tracking the Advertising Performance
1. Discovering & Defining the Advertising Task:
➢ Organizes information about the consumer & marketplace from every
source available
➢ Analysis of Current Marketing Information
➢ Deductive reasoning
Page 3 of 129
, Chapter1: | hanif lakdaw
➢ Intuition driven by conversations w/consumers
➢ Task Definition, based on consumer insight becomes the creative brief
2. Preparing the Creative Brief
Creative brief addresses these Key Issues:
➢ Who is the Typical Target Consumer?
➢ Demographics
➢ Psychographics
➢ Usage and Behavior
➢ How do Consumers View the Brand?
➢ What is the Role for Advertising?
➢ Focus on the Consumer
➢ Written From Consumer POV
➢ Use THEIR terminology
➢ Introduces the Creative Department to the Person They’re Talking to
➢ Know the Creative Team/Confidence of
➢ Brief MUST be single-minded
➢ Imaginative Description of Target Group
➢ Brand Specific
3. Creative Development
➢ Always Available
➢ Consumer Litmus Test
➢ Very Delicate
➢ Must be encouraging
➢ Not Leading
➢ Not Dictatorial
➢ Success built on good judgment & trust/relationship with creatives
4. Presenting the Advertising to the Client
Introductory:
➢ Summarize the brief
➢ Present the Key Insight
➢ Describe the Consumer
➢ Presentation can be elaborate (videos, brandscapes, composites)
➢ Consumer Reaction to Advertising
➢ “Let the Consumer Tell us”
5. Tracking the Advertising Performance
Feedback: Tracking the
Advertising Do they get it?
What do they get?
Page 4 of 129
Chapter1:
Account management
a. Account planning process
b. Role of Account Planner and Account Executive
c. Attributes of a good Account Planner
What is Account Planning?
The Account Planning Process - is the process of using research efforts to gain more
information about the brand in its marketplace and the consumer’s perspective, and to
use that research to contribute directly to advertising development. It’s the Process of
collecting all relevant background information needed to make a decision.
Account Planning heavily focused on consumer insight in advertising strategy
development. Understanding consumer through qualitative research and consumer
relationship development. It is the development of well-rounded, insightful creative
strategies that lead to Effective & Relevant advertising
The account planner monitors the market trends and the attitude of the consumer towards
the client's brand and its competitors, in order to develop effective strategies for the
creative team.
The account planner consumer's representative. In a nutshell the planner ensures that an
understanding of consumer attitudes and reactions is brought to bear at every stage of
advertising development. This means that the planner is a fully integrated member of the
account team working on a continuously involved basis; bringing a consumer perspective
to strategy development, creative development, pre-testing of ads and tracking of the
brand's progress.
Almost every communications agency (and their clients) benefits from a disciplined
system for devising communications/advertising/commercial strategy and enhancing its
ability to produce outstanding creative solutions that will be effective in the marketplace.
It is the planner’s job to guide or facilitate this process via the astute application of
knowledge or consumer/market understanding.
Because planners are in a unique position in their jobs because they have an
understanding of the audience through research expertise and an understanding of how it
will be applied within their own business thus they provide a crucial bridge.
At the core of this task, is the need to understand the consumer/customer interchangeable)
and the brand to unearth a key insight for the communication/solution (Relevance).
As media channels have mushroomed and communication channels have multiplied, it
Page 1 of 129
, Chapter1: | hanif lakdaw
has become increasingly important for communication to cut through the cynicism and
Page 2 of 129
, Chapter1: | hanif lakdaw
connect with its audience (Distinctiveness). The planner can provide the edge needed to
ensure the solution reaches out through the clutter to its intended audience.
Moreover, to continue the learning cycle, planners must also recognise the need to
demonstrate how and why the communication has performed (Effectiveness).
Finally, to bring upstream thinking to the brand’s development. Brands must
move forward, or they die!
Why do ad agencies have planners?
1. First, the people who market products and create ads are not necessarily
representative of the people at whom those products and ads are aimed.
Moreover, the consumer doesn't always take out what the advertiser is trying to
put across. Planners are there to keep in touch with consumers.
2. Then, every agency needs a disciplined system for devising advertising strategy
and producing creative work that will be effective in the market place. The
planner uses market and research data to guide this process.
3. Finally, from a creative point of view, there is a suspicion that research, which
plays back the consumer’s innate conservatism, will stifle anything
unconventional. The planner's role in this situation is to bring skilful and
sensitive interpretation of research and to spot openings for development.
Definition of account planning by Bill Bern Bach: “at the heart of a creative
philosophy is the belief that nothing is so powerful as an insight into human nature,
➢ what compulsions drive a man,
➢ what instincts dominate his action,
➢ Even though his language so often camouflages what really motivates him.
➢ For if you know these things about (a) man you can touch him at the core of his
being.”
a. Account planning Process
1. Discovering & Defining the Advertising Task
2. Preparing the Creative Brief
3. Creative Development
4. Presenting the Advertising to the Client
5. Tracking the Advertising Performance
1. Discovering & Defining the Advertising Task:
➢ Organizes information about the consumer & marketplace from every
source available
➢ Analysis of Current Marketing Information
➢ Deductive reasoning
Page 3 of 129
, Chapter1: | hanif lakdaw
➢ Intuition driven by conversations w/consumers
➢ Task Definition, based on consumer insight becomes the creative brief
2. Preparing the Creative Brief
Creative brief addresses these Key Issues:
➢ Who is the Typical Target Consumer?
➢ Demographics
➢ Psychographics
➢ Usage and Behavior
➢ How do Consumers View the Brand?
➢ What is the Role for Advertising?
➢ Focus on the Consumer
➢ Written From Consumer POV
➢ Use THEIR terminology
➢ Introduces the Creative Department to the Person They’re Talking to
➢ Know the Creative Team/Confidence of
➢ Brief MUST be single-minded
➢ Imaginative Description of Target Group
➢ Brand Specific
3. Creative Development
➢ Always Available
➢ Consumer Litmus Test
➢ Very Delicate
➢ Must be encouraging
➢ Not Leading
➢ Not Dictatorial
➢ Success built on good judgment & trust/relationship with creatives
4. Presenting the Advertising to the Client
Introductory:
➢ Summarize the brief
➢ Present the Key Insight
➢ Describe the Consumer
➢ Presentation can be elaborate (videos, brandscapes, composites)
➢ Consumer Reaction to Advertising
➢ “Let the Consumer Tell us”
5. Tracking the Advertising Performance
Feedback: Tracking the
Advertising Do they get it?
What do they get?
Page 4 of 129
